营销案例教学能提高学生发现问题、分析问题、解决问题的综合能力。但就案例本身来说,目前也存在案例典型性和时效性不足的问题,我们可以通过精选案例和企业共同开发案例库以及抓住“即时案例”的发生来克服这些问题。当然也要处理好教学实践中与案例的典型性和时效性相关的其他问题。 Marketing case teaching can improve students’ ability of finding problems, analyzing problems and solving problems. However, as far as the case itself is concerned, there are also cases of typicality and lack of timeliness. We can overcome these problems through the selection of cases and enterprises to jointly develop the case base and grasp the occurrence of “instant case”. Of course, we should also deal with other problems in teaching practice that are related to the typicality and timeliness of the case.